There are very few actual brands in the world, and these products, services, and companies have an advantage over the competition.

Leaders who carefully analyze data to make decisions are better able to build brands more scientifically. It takes hard work, a delightful customer experience, and a distinct offering to build a brand. Here’s the test: if you stopped advertising, would anyone still buy your product, and for how long? Another test: if you moved your business to a new state or region, and called on people, would they know your offerings?

Branding takes pulling from two opposite directions. It’s one part design, one part hype and sizzle. You can be successful without having a “brand.” The steps include:

1. Define your model
2. Explain how your offering is unique
3. Identify dream buyers, target customers
4. Create strategies and tactics across touch points
5. Execute: Test, Adjust, Optimize



If serendipity strikes and your good ideas line up with a well executed plan, you may build a local, regional, national, or even global brand. If not, you’ll drive sales, profit, and market value despite not being a brand name. We cannot stress this enough: not every successful business has brand recognition. Branding is the product of competitive advantages, but not the other way around. A local coffee shop may own the block where a brand like Starbucks could never do well.

The biggest competitive advantages go to opposite ends as well. You’re either going to be the highest quality or the low cost leader. Price products accordingly. Understand your position in the market and build a narrative to use across every sales and marketing channel is an absolute must if a company has any hope of branding successfully.

If you’re looking to build your brand, it’s not going to be easy, unless you have the cure for cancer or a desalination solution that only less than 1 Kwh to produce 1,000 gallons of water. In all other cases, we’re here to help you across all of your branding goals.

Dominate locally, then scale. This should almost always be the start for new businesses, but being known in your home town or neighborhood is a worthy goal for existing companies as well.

We help members define the benefits and experiences that make their offerings relevant, distinctive, and valuable to customers, and implement tactics that deliver differentiated and superior positioning in the market. This usually means repositioning established businesses to better meet customer needs or differentiate the message from competition.

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